Many companies with great internal communications have trouble communicating to non-desk employees.
Why? Because communicating to employees who aren’t in front of a computer all day can be hard. Whether it’s your sales force, retail team, physicians, manufacturing line or delivery drivers, frontline employees are often those who need to hear from corporate the most. Here are four reasons why sticking with a strategy for communicating to non-desk employees could benefit your business.
1. You can’t expect employees to be aligned with the vision if they don’t know what it is.
It’s no secret that many companies overlook communicating to non-desk employees. But it could be a big miss not to engage your frontline employees in the vision of the company to make them feel part of something bigger. And they typically want to hear it from their corporate leadership. In Tribe’s national study with employees in jobs ranging from manufacturing to retail, 84 percent of respondents said they receive “not enough” communication from the top.
2. Consistent corporate communication builds engagement.
Many companies leave most – if not all – internal communications with frontline employees to their supervisors. While cascading communications can successfully deliver messages when executed correctly, our research indicates this is a missed opportunity to build engagement. What’s more, those employees who rarely hear from top leadership interpret that as a lack of respect for them and their contributions to the company’s success.
3. Frontline employees can have a tremendous impact on the customer experience.
Whether the customer is an individual consumer or a business, they’re probably interacting with those non-desk workers. It is up to these employees to deliver on your brand promise. Read more about non-desk employees impacting the customer experience here.
4. Visibility from corporate is often something they crave.
Just because many companies aren’t communicating to non-desk employees doesn’t mean they don’t want communication from top management regarding the internal brand. Trust us, employees who work the overnight shift often appreciate these communications more than anyone else. We know because they’ve told us.
Need help with your non-desk communications strategy? Tribe can help.